USE OF COGNITIVE BIASES IN SHARE MARKET INVESTMENT DECISIONS AND ITS CONTRIBUTION IN SATISFYING EXPECTATIONS OF INVESTORS

This study undertakes a comprehensive examination of the influence of cognitive biases on investment decisions in the stock market and their subsequent impact on investor satisfaction. The researcher seeks to elucidate the connection between these biases and the expectations of investors, with a particular focus on identifying common cognitive biases, assessing their role in shaping investment choices, and evaluating their influence on overall satisfaction. A mixed-methods approach was employed, incorporating a survey of a diverse group of investors using Google Forms. This facilitated the collection of valuable primary data regarding their experiences and satisfaction levels when making decisions based on cognitive biases. The findings of this study reveal a significant link between cognitive biases and investor satisfaction. The results underscore the importance of raising awareness about these biases among investors and highlight the need for financial advisors to assist clients in recognizing and managing biases to improve decision-making and satisfaction. This research contributes to the existing body of knowledge on cognitive biases and investment decisions, providing insights for investors, financial advisors, and policy-makers. Future research directions include investigating the long-term impacts of cognitive biases on investment success and exploring strategies for mitigating their effects.